What is the metaverse for brands?

Dive into our comprehensive guide to understand how your brand can effectively navigate the metaverse landscape and forge meaningful connections with the next generation of consumers.

The metaverse represents an evolving digital frontier where brands can create immersive, interactive experiences that transcend traditional marketing boundaries. It’s a collection of virtual environments where users can interact with digital objects and other people in ways that feel increasingly real. For forward-thinking brands, the metaverse offers unprecedented opportunities to engage audiences through virtual stores, digital products, branded experiences, and community-building initiatives. While still developing, this technology is already reshaping how brands connect with consumers, especially younger generations who move fluidly between physical and digital realms.

The metaverse is essentially a network of 3D virtual worlds focused on social connection, combining elements of virtual reality, augmented reality, and immersive digital environments. For brands, it represents a paradigm shift in how they can interact with audiences beyond traditional channels.

Unlike conventional digital marketing that often focuses on passive consumption, the metaverse encourages active participation. Users don’t just view content; they experience it through avatars that represent their digital identities. This creates opportunities for brands to develop deeper, more meaningful connections that weren’t possible before.

The current state of the metaverse is still evolving, with platforms like Roblox, Fortnite, Decentraland, and Meta’s Horizon Worlds leading the way. These spaces allow brands to create persistent virtual presences where consumers can engage with products, services, and brand stories in three-dimensional, interactive ways. The value proposition extends beyond novelty—it’s about creating memorable experiences that resonate with audiences on a more profound level than traditional advertising can achieve.

Leading brands have already established compelling presences in the metaverse through various creative approaches. Fashion houses like Gucci and Balenciaga have launched digital products that users can purchase for their avatars, creating new revenue streams and brand touchpoints. These virtual items often sell for real money, highlighting consumers’ willingness to invest in digital self-expression.

Retail brands have created virtual stores where shoppers can browse products in immersive environments. For example, Nike’s Nikeland in Roblox allows users to try virtual products, participate in games, and engage with the brand in ways that wouldn’t be possible in physical stores. These spaces serve both as marketing channels and as testing grounds for new product concepts.

Entertainment companies have hosted massive virtual concerts and events. Artists like Ariana Grande and Travis Scott have performed in Fortnite to audiences of millions, blurring the lines between gaming, social media, and entertainment. These events demonstrate how brands can create memorable experiences at scale without physical limitations.

Gen Z has grown up in a world where the boundaries between physical and digital experiences are increasingly blurred. For this generation, moving between virtual and real-world environments feels intuitive and natural. They don’t distinguish between online and offline identities in the way older generations might.

Research shows that Gen Z spends significant time in virtual spaces, not just for gaming but for socializing, self-expression, and community building. These digital natives expect brands to meet them where they are with authentic experiences that respect the culture and norms of virtual worlds. For them, a brand’s metaverse presence isn’t a novelty but an expected extension of its identity.

What makes the metaverse particularly appealing to Gen Z is its emphasis on agency and self-expression. Unlike traditional marketing channels where consumers are passive recipients, metaverse environments allow users to interact with brands on their own terms. This generation values experiences over possessions and seeks brands that understand this shift in priorities. By creating meaningful metaverse experiences, brands can demonstrate they understand Gen Z’s values and preferences.

Entering the metaverse doesn’t require massive investment or technical expertise to start. The most important first step is to observe and understand existing metaverse platforms and how users interact within them. Spend time exploring spaces like Roblox, Fortnite, or Decentraland to understand their unique cultures and user behaviors.

Start with limited collaborations or activations rather than building permanent infrastructure. Partner with existing metaverse creators or platforms to create branded events, limited-edition virtual items, or sponsored experiences. This approach allows you to test audience response without overcommitting resources.

Consider your brand’s existing assets that might translate well to virtual environments. Fashion brands can create digital versions of iconic products, while entertainment companies might offer exclusive content. Focus on creating value for users rather than simply transferring traditional marketing approaches to new platforms. The most successful metaverse initiatives enhance users’ experiences rather than interrupting them.

The biggest mistake brands make when entering the metaverse is treating it like traditional advertising space. Directly importing conventional marketing approaches into virtual worlds typically results in experiences that feel inauthentic and intrusive. Users enter these spaces for entertainment and connection, not to be marketed to in familiar ways.

Another common pitfall is failing to understand the unique culture and expectations of each platform. What works in Roblox might not work in Decentraland. Each virtual world has its own community norms, aesthetic preferences, and user expectations. Brands that don’t take time to understand these differences risk creating experiences that feel tone-deaf or misaligned.

Many brands also make the error of creating one-off gimmicks rather than sustainable presences. While a flashy launch might generate initial attention, it’s the ongoing commitment to the space that builds genuine community and loyalty. The metaverse isn’t just another marketing channel—it’s a place where brands need to build persistent relationships through consistent engagement and value creation.

As metaverse technologies continue to evolve, the most important quality for brands is adaptability. Rather than betting everything on any single platform or approach, develop a flexible strategy that can evolve alongside technological changes. The metaverse of tomorrow may look very different from today’s iteration.

Focus on building transferable skills and assets that can move between platforms. Digital design capabilities, 3D modeling expertise, and experience creating interactive narratives will remain valuable regardless of which specific metaverse platforms dominate. Similarly, digital assets created with portability in mind can be adapted for new environments as they emerge.

At Bängeri, we understand that connecting with Gen Z in emerging digital spaces requires more than just technical knowledge—it requires genuine insight into how younger generations perceive and use these environments. By working directly with Gen Z advisors, we help brands develop authentic strategies that resonate in virtual worlds while building meaningful connections with this important audience.

Ready to make your brand Gen Z-approved? Let’s start the conversation at genz@bangeri.fi